Your website and social media platforms are the face of your business. Existing customers, prospects and, journalists, will look at them to find out more about your business and what your brand stands for. When a company says it is the “best,” “amazing,” “unprecedented,” we start to question accuracy and think they are “blowing smoke.”
That’s why the descriptive language – on your site, in press materials, blogs and on social media – can be a “turn on” or a “turn off” to key audiences.
Here are 3 reasons why overuse of superlatives can diminish your brand’s market positioning and value.
😤Superlative adjectives are seldom used correctly.
😤Superlatives are often overused, which reduces their effectiveness.
😤Social media -where businesses wanting to sound hip by using popular colloquialisms can actually undermine credibility and weaken brand voice
My best advice?
✔️Do a regular scan for superlatives to measure how much superlatives are being used.
✔️Make a list of overused words on owned communications platforms, as well as your competitors so you can avoid them and differentiate your brand
✔️Ask others for their input.
What are the superlatives you may have overused?